A great name isn’t just a label; it’s a strategic tool that can shape your firm’s success and identity for years to come. This week on the EntreArchitect Podcast (Episode 591), I sat down with Emily Hall, President of CVG, to dive deep into the art and strategy behind naming an architecture business. If you’re an architect considering a rebrand or starting fresh with a new name, this conversation is a must-listen. You can access the full episode at entrearchitect.com/591.
Emily brings over 20 years of experience in branding and marketing for architects, helping firms align their identity with their values, culture, and future aspirations. Her insights on naming are practical, thoughtful, and tailor-made for small firm architects like us.
Why Your Firm’s Name Matters
Your firm’s name is often the first impression clients will have of your business. As Emily explained, a great name doesn’t just identify your firm; it communicates your values, resonates with your audience, and sets the tone for how your firm is perceived in the marketplace. Naming isn’t just about creativity—it’s about strategy.
For many small firm architects, the default is to name the firm after the founder(s). While this approach can work in some cases, it’s often limiting in the long run. Emily shared a key insight: When your name is on the door, every client will expect to work with you personally. This can become a major challenge as you scale your team, transition leadership, or look to sell the firm in the future.
Instead, consider choosing a name that reflects the broader vision of your firm—one that can grow with you.
The Naming Process: Start with “Why”
Before brainstorming names, Emily emphasized the importance of understanding why you are considering a name change or new name. Is it to reflect a change in leadership? To expand into new markets? To better differentiate yourself from competitors? Whatever the reason, clarity on the “why” will guide the process and ensure you make the right decision.
Here are the core steps Emily outlined for renaming your architecture firm:
Define Your Mission, Vision, and Values
- Your firm’s purpose and values should inform the naming process.
- What do you want the name to communicate about your firm?
Develop a Creative Brief
- A creative brief acts as a roadmap for naming.
- It outlines what the name needs to accomplish, your firm’s personality, and qualities you want to avoid.
Brainstorm with Structure
- Start with freeform word association. Write down every word that comes to mind when you think of your firm—values, metaphors, senses, and themes.
- Look for inspiration in unexpected places: music, books, cultural references, and even glossaries.
- Explore compound words or creative combinations. (One of Emily’s favorite examples is Equiterra, blending “equilibrium” and “terra” to represent balance and earth.)
Vetting and Refining
- Test the top names: Do they align with your creative brief? Do they sound natural in conversation? (e.g., “Let’s call the team at Your Name.”)
- Check for existing trademarks, domain availability, and potential mixed meanings.
Engage the Right Decision Makers
- Avoid the trap of “naming by committee.” Too many opinions can derail the process.
- Clearly identify who will have the final say and ensure they are engaged throughout the process.
Common Naming Pitfalls to Avoid
Through her years of experience, Emily has seen some common mistakes firms make when naming their businesses:
- Trendy Names: Trends fade, but your firm’s identity should endure. Aim for something timeless.
- Asking for Too Many Opinions: Friends, family, and non-stakeholders may not have the context to provide helpful feedback.
- Ignoring Acronyms: Names like “Assembled Studio Structures” may seem fine until you see the acronym.
- Letting Domain Names Drive Decisions: Don’t abandon a strong name just because the exact domain isn’t available. Be creative—add prefixes or suffixes like “designbyYourName.com.”
- Forgetting Brand Equity: If your firm already has strong name recognition, a name change could harm your business unless the timing and strategy are right.
Real-World Examples
Emily shared a few inspiring examples of firms she’s worked with, each showcasing how a thoughtful naming process can transform a firm’s identity:
Equiterra (formerly EDI Inc.)
A regenerative design firm that needed a name to reflect its focus on balance and sustainability. Equaterra combines “equilibrium” and “terra” (earth), creating a name that is both evocative and memorable.
Vivo Architecture
Formerly R.E. Denin Architects, Vivo is a life sciences firm. “Vivo” means “with life and vigor” in music and refers to processes happening in a living organism in science. The name perfectly captures their vibrant, innovative approach to design.
Gage
A construction management firm formerly known as “GenCon.” The name “Gage” communicates precision, trust, and accuracy, while the simple, strong word makes it easy to remember.
These examples highlight the power of a name to reflect a firm’s values, differentiate it in the market, and resonate with clients.
How Important Is a Name?
A name is just one piece of your firm’s brand ecosystem, but it plays a significant role. As Emily explained, you can have a great brand even with a less-than-perfect name. However, when your name, messaging, visuals, and values all align, your brand becomes much more powerful.
Where to Start: Emily’s Advice for Small Firm Architects
If you’re considering a name change or starting a new firm, here’s where Emily recommends starting:
Set Aside Time to Work on Your Business
- Take at least 30 minutes a day to step back from projects and focus on your firm’s long-term strategy.
Start with Your Mission, Vision, and Values
- If you haven’t already defined these, it’s time to do the work. They are the foundation for everything, including your firm’s name.
Embrace the Process
- Naming is not just about picking a word; it’s about aligning your identity with your future goals.
- Be open to the discomfort of change, and trust the process.
Listen to the Full Episode
Emily Hall’s insights on naming are invaluable for small firm architects looking to position their businesses for success. Whether you’re rebranding, launching a new firm, or simply exploring the possibilities, this episode will equip you with the tools to approach the naming process thoughtfully and strategically.
Learn expert strategies for naming your firm by listening to Episode 591 of the EntreArchitect Podcast at entrearchitect.com/591.
Your firm’s name is more than just a word—it’s the beginning of your story. Choosing a name for your architecture firm is a key step in aligning your identity with your values and future goals. Make it count.
Leave a Reply